伊利CRM平台上线推广方案

1、伊利CRM会员营销项目伊 利 CRM 平 台 上 线 推 广 方 案 明确本次提报的任务拉新转化吸引注册重复购买01.行业CRM平台分析03.传播主张及策略02.伊利CRM平台价值梳理04.内容及运营规划IndustryPlatform valueCommunication strategyCreative content完成任务的四大版块CONTENTS行业CRM平台分析Industry蒙牛-特仑苏名仕汇(社区），有名无实内容以促销为主，奖励以积分为主，会员以水军为主，体验以投诉为主光明-随心订会员，随心不遂心电商促销属性大于会员服务属性以优惠促销为直接手段的CRM平台缺活力，无归属会员利益

2、延展信息千人千面服务创造黏性对新妈妈生活的沟通引导从人群需求的出发，通过内容建立情感链接参考相关行业会员-雀巢-巢妈团从随性的买买买有归属感的买买买参考相关行业会员-星巴克-星享俱乐部伊利CRM平台如何触发目标人群内心深处的注册（购买)欲望?思考人群分析自身分析品牌分析伊利CRM价值定位酸奶专区低温基础酸奶低温酸奶常温高端UHT酸奶乳酸菌饮料儿童酸奶风味牛奶白奶专区常温基础白奶高端白奶零乳糖奶儿童奶消费者在京东电商平台购买最多的为高端奶销量No.1销量No.4销量No.2销量No.3销量No.500后学生群体占比最大90后初入职场80后家庭群体TGI最高职业状态企业白领占比最高(含初入职场)职

3、业状态学生群体TGI最高人生阶段已婚已育群体占比及TGI均最高销量决定消费人群结构综上，我们的目标人群确定为三类人群家庭女性财务相对自由注重生活品质居家生活、孩子教育一手抓初入职场人生艰难时期但依然希望给恋人最好的学生生活富足追求个性自由和炫酷生活她们的角色在都发生着变化家庭女性初入职场学生群体从“管理个人生活”到“管理家庭生活”从“关心自己”到“关怀他人”从“被家人管理自我管理”但她们是互联网土著族即使角色在变，活力之心不变中学时代的那种叛逆，大学时代那种单纯，初入职场的那种兴奋，已为人母的那种幸福家庭女性初入职场学生群体真诚的优惠、特殊的权益、贴心的内容服务家庭生活帮手亲子教育活动恋爱追星

4、追星炫酷表达基础需求情感需求她们的“活力之心激发点”有所不同伊利品牌正需要这样一个将“活力”概念真正的落地体验、聚合平台目前更多是“活力”概念的发布，而非触发，缺乏诠释活力生活的真正体现平台伊利CRM打通伊利资源，为不同人群链接不同的活力元素基础需求积分商城会员中心情感链接会员特惠参观工厂明星见面新鲜品尝个性定制独家IP体验限量周边跨界增值特权家庭女性家庭生活帮手亲子教育活动初入职场恋爱追星学生群体追星炫酷生活伊利家，活力生活俱乐部拉新转化创意视频互动活动口碑发酵标签管理功能增设活动创新一、创意视频-立体化展现伊利家价值利益视频创意思考传递利益:三倍积分，五倍购买力，共享明星IP资源，伊利活力

5、不玩虚的视频形式:采用具有吸睛的、涵盖信息全面的、迎合腾讯用户风格的快闪视频视频调性:活力、年轻、大气Time (勿删)Are0.4se7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2

6、EF94857BB96E96487FA84346DE9B4FAF86CB739Time (勿删)you0.4+0.5=0.9e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF948

7、57BB96E96487FA84346DE9B4FAF86CB739readyTime (勿删)0.9+0.44=1.34e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF9485

8、7BB96E96487FA84346DE9B4FAF86CB739GOTime (勿删)1.34+0.44=1.78e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

9、96E96487FA84346DE9B4FAF86CB739接下来Time (勿删)1.78+0.42=2.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E

10、96487FA84346DE9B4FAF86CB739Time (勿删)2.2+0.4=2.6带你了解e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E9648

11、7FA84346DE9B4FAF86CB739Time (勿删)2.6+1=3.6伊利超Diao的会员权益e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96

12、487FA84346DE9B4FAF86CB7398.23+0.6=8.83Time(勿删)三倍积分e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB317

13、4949350BD2.57+0.53=3.1Time(勿删)e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533

14、5941818B49350BD五倍购买力8.83+0.44=9.27Time(勿删)伊利积分商城e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749

15、49350BD9.27+0.33=9.6Time(勿删)活力e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533

16、5941818B49350BD9.6+0.27=9.87Time(勿删)不玩虚的e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533594

17、1818B49350BD6.7+0.97=7.67Time(勿删)这还不够e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31749D1533594181

18、8B49350BDTime (勿删)8.1+1.4=9.5e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB73

19、9四场周杰伦演唱会Time (勿删)7.6+0.5=8.1e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB73

20、9Time (勿删)8.1+1.4=9.5e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB739十场明星见面会

21、Time (勿删)8.1+1.4=9.5王凯生日会高圆圆见面会BABY张亮李晨李晨黄景行e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA8434

22、6DE9B4FAF86CB739Time (勿删)7.6+0.5=8.1e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FA

23、F86CB739你中意的明星都在这里Time (勿删)9.5+2.1=11.6没完还有酷炫IP周边产品e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E9648

24、7FA84346DE9B4FAF86CB739Time (勿删)13.7+1.8=15.5同时这个夏天为家庭人群定制e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

25、96E96487FA84346DE9B4FAF86CB739Time (勿删)17.4+0.5=17.9俄罗斯之旅e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB9

26、6E96487FA84346DE9B4FAF86CB739Time (勿删)18.4+0.5=18.9呼伦贝尔亲子游e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB

27、96E96487FA84346DE9B4FAF86CB73913.5+0.27=13.77Time(勿删)差点忘记e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A3878

28、9ABB3174949350BD13+0.5=13.5Time(勿删)给宝宝e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31

29、74949350BD13.77+0.33=14.1Time(勿删)准备的礼物e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB31

30、74949350BDTime (勿删)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA843

31、46DE9B4FAF86CB739Time (勿删)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B

32、4FAF86CB739Time (勿删)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86

33、CB739Time (勿删)20.8+0.4=21.2e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192720318C2C471E39F3AA13EAE94254EC6A772492F22B18A7B8855E4DD67BA66092DDDF21DA2EF94857BB96E96487FA84346DE9B4FAF86CB7391

34、0.53+0.4=10.93Time(勿删)讲个重点e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949350BD9.

35、6+0.27=9.87Time(勿删)现在加入伊利活力俱乐部e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949350

36、BD9.6+0.27=9.87Time(勿删)享入会、首购双重大礼e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949

37、350BD9.6+0.27=9.87Time(勿删)有伊利，绽活力e7d195523061f1c06526803b853d33da37c806682655e537E2A928F3AEA1D11B2C74CA1ADE48C493B3BE6AAFC7DC1413F1D3DE5144BCB5B8EB55459D8BD2DD86CA978BCF0EF961A7AF6DF4AA15BE192775A88C187732EB70B483949ECE849FCDD18FB92BAA2790601969A217C5431C93F549E39EBF67E6A38789ABB3174949

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39、包上学照、充气浴池洗浴照、手持航模照珠圆女思量他们两口收入，一脸迷惑。“不可能，一定有秘密！”，珠圆女环视房间墙面，眼光落在墙上两张照片上（儿子喝安慕希照和两口子高圆圆签名T恤照）。珠圆女恍然大悟，急速打开电脑，快搜伊利活力俱乐部，坚决点击，画面呈现： 入会礼 会员礼 尊享礼 发现闺蜜的幸福都在这里，她与幸福只有一张会员卡的距离，做开心状。场景三：一起做会员，才是好闺蜜珠圆女立即开卡。时尚女开门，珠圆女秀伊利会员卡，一副得意样。时尚女抱住珠圆女，甜甜地亲一口：“都是会员，我们就可以一起去看演唱会啦！”场景四：落版有伊利 绽活力现在就加入伊利活力俱乐部记得叫上你的闺蜜哟！二、互动活动-快速吸引用

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